Arbitron Wednesday said Interpublic Group has signed a contract to use its new portable people meter-based radio audience estimates when Arbitron official decides to launch it as a measurement
service. The agreement covers U.S.-based radio planning and buying for Interpublic's Campbell-Ewald; Campbell Mithun; Carmichael Lynch; Dailey & Associates; Deutsch; Foote Cone & Belding; Gotham Inc;
Hill, Holliday, Connors Cosmopolus; Howard Merrell & Associates; ID Media; Initiative; Jay Advertising; The Martin Agency; Mullen; Siboney; Tierney Communications and Universal McCann. The agreement
with IPG does not commit Arbitron to a specific timetable for deployment of a PPM service. Arbitron has not yet decided when and for which markets it will deploy the PPM, and is currently evaluating
two approaches: one involving a joint venture with Nielsen Media Research to measure TV and radio should Nielsen move forward on that option; and a so-called "radio first" plan should Nielsen take a
pass. Nielsen expects to make a decision early this year.